Objectives Targeting Measurement

Objectives Targeting Measurement

Objectives

Website clicks

Website conversions

Mobile app install

Mobile app engagement

What is the difference between

Website Clicks Website Conversions

Link Ads

Use quality images

Optimize for all placements

Write compelling text that

compliments your image

A:B test your copy and creative

Drive action with a CTA

Carousel format for link ads

The carousel format provides you

with more creative real estate

in News Feed and drives people

to your website or mobile app

to convert.

Take customers directly to your website

Carousel ads set up

Carousel ads set up

Multiple images–Multiple objectives

Loyalty

Conversion

Consideration Drive intent

Acquire customers

Cross-sell and upsell

The carousel format drives results When compared to standard link ads, advertisers saw

Source: Facebook internal study across 9k ad sets testing carousel link ads and standard link ads, Jan. 15, 2015 – Feb. 15, 2015

30-50% decrease in cost per action

20-30% decrease in cost per click

Carousel format best practices

Links

Basics

High-quality

Images

Concise

Text

oCPM

Bid

Test creative

Insights

Objectives Targeting Measurement

Native Targeting

Advanced Targeting

Custom

Audiences

Lookalike

Audiences

Custom Audiences

from your website

Lookalike Audiences

People

you know

Website

visitors

Mobile app

customers

Fans of

your page

Objectives Targeting Measurement

Check your

ad’s success Install your pixel and

check it’s working

Add your pixel

to an ad

Create a pixel

Conversion Tracking

oCPM bidding

High historical

CTR

High historical

conversion rate

Females between 25-35

are more likely to convert

Reporting and custom reports

Objectives Targeting Measurement

facebook.com/business